J. Cole's "G.O.M.D." video isn't your typical rap video. In the period piece, which dropped on Monday, the Fayetteville, North Carolina hip-hop star plays a house slave who sparks a revolution on a white-owned plantation. And while the Lawrence Lamont-directed clip says a lot about America's deep-rooted racism, Cole says he mostly intended to make a strong call for unity.
"The video is really more of a commentary on the need for unity and togetherness more so than it is a comment on racism, because [the black community] knows—we all know about oppression. We’re all aware of that," Cole told SaintHeron.com in a Q&A that was published online earlier this week.
"What we’re not aware of is the dysfunction within our own community," he continued. "You know what I mean? The fact that there are levels to us economically and because of the different skin colors within our own race. We’re not aware of that. We’re aware of the other sh-t."
The video concept has been in the rapper's head for some time now. It turns out that he originally wanted to use the treatment on a track from his 2013 sophomore LP Born Sinner. "You know, honestly, it’s a video idea I had on my last album for a song called 'Chaining Day,'" he revealed. "I had that video idea in my head for like two years or so, and like, I always wanted to make that statement, because it comments on so much."
In the interview Cole also spoke a bit on Kendrick Lamar's latest LP To Pimp a Butterfly and speculated how he and Dot ended up with similar social themes on their respective albums.
"We do have conversations when we get together about the same sh-t that we’re talking about and rapping about," he said. "Everything that I’m revealing on my album, I was telling him. Like, 'Yo this is what I figured out. I see this sh-t like this. I might not even be doing this sh-t no more because I see this.' You know, I’m telling him all this. Even with his album, I haven’t been able to dive all the way in his joint, but I know that there’s a moment where he’s calling for unity no matter the gang color."